My Size, Inc. (MYSZ): BCG Matrix [Dec-2025 Updated]

You're trying to make sense of My Size, Inc.'s aggressive tech consolidation strategy, and honestly, the Boston Consulting Group Matrix is the clearest way to map the portfolio as of late 2025. We see the integrated Naiz Fit platform shining as the Star, fueled by its >25% year-to-date SaaS revenue growth, while the established Orgad platform remains the stable Cash Cow funding this future. Still, the legacy MySizeID tech is clearly fading into Dog territory, and the recent Percentil acquisition, despite its high-potential EU circular market, only contributed $180,000 since May, cementing it as a capital-hungry Question Mark. Let's look at exactly where My Size, Inc. needs to invest or divest right now.

Background of My Size, Inc. (MYSZ)

You're looking at My Size, Inc. (MYSZ), a company focused on retail innovation using artificial intelligence for sizing and fit technology. They trade on the NASDAQ exchange, with their main offices in New York and research facilities based in Israel.

My Size, Inc. operates a portfolio of global technology platforms designed to serve both retailers and consumers worldwide. These key platforms include Naiz Fit, ShoeSize.Me, MySizeID, and Orgad. The company also runs Percentil, which is their secondhand marketplace operating across Spain, Italy, Germany, and France.

For the third quarter ended September 30, 2025, My Size, Inc. reported revenue of $2.6 million, marking a sequential increase of 26% over the second quarter of 2025. The gross profit for that quarter reached $1.0 million, showing a 27% year-over-year jump.

Management is focused on efficiency, as the operating loss for Q3 2025 improved to $3.0 million, which is a 9% reduction compared to the previous year. Consequently, the net loss narrowed to $2.8 million from $3.4 million in the prior year period. As of September 30, 2025, the company held $4.5 million in cash and equivalents.

Operationally, the tech side is showing momentum; Naiz Fit, for instance, saw over 25% year-to-date SaaS revenue growth. The company's core sizing solution, MySizeID™, is a mobile application and SDK that uses machine learning to reduce size-related returns for e-commerce. They also market dimensioning products like SkyDriver™ and SkySensing™ for logistics operations.

The Percentil segment is scaling up in Europe, adding new wholesale partners and expanding direct-to-consumer sales in its four operating countries. Management expects this momentum from Percentil's scale and Naiz Fit's SaaS expansion to drive continued sequential growth into the fourth quarter of 2025.

My Size, Inc. (MYSZ) - BCG Matrix: Stars

The Star quadrant for My Size, Inc. (MYSZ) is anchored by its core AI-driven sizing platform, which is currently being solidified through the integration of Naiz Fit and the recently acquired ShoeSize.Me.

This segment is demonstrating significant top-line momentum, validating its position in a high-growth market segment. The focus here is on capturing market share through this strategic roll-up of fit-tech solutions, which now spans both apparel and footwear sizing intelligence.

You see this momentum clearly in the recurring revenue stream. The Naiz Fit component, specifically, shows strong performance metrics as of the latest reporting period.

Here's a quick look at the key performance indicators supporting this Star classification:

• Naiz Fit SaaS revenue growth is reported at over 25% year-to-date for 2025.
• The acquired ShoeSize.Me was on track to surpass €0.5 million in 2025 SaaS revenues from its ShoeAI solution.
• The integration aims to create a unified sizing intelligence engine for apparel and footwear clients globally.
• The company reported Q3 2025 total revenue of $2.6 million, marking a 26% sequential increase from Q2 2025.

The strategic roll-up, which included the acquisition of ShoeSize.Me on September 11, 2025, is the mechanism for capturing high-growth market share. This move consolidates key technologies under the My Size, Inc. umbrella, positioning the combined platform as the future standard for sizing solutions.

This combined platform is definitely the future, but that future demands continued heavy investment in AI and Research & Development (R&D). The operating loss for Q3 2025 was $3.0 million, which management noted reflected reinvestment and integration costs, despite being a 9% year-over-year improvement in operating loss. The company ended Q3 2025 with cash and equivalents of $4.5 million.

The investment is focused on building out this unified engine, which is key to transitioning these assets into Cash Cows when the high-growth phase matures. You need to keep funding the AI and integration work to maintain leadership.

The company is actively working to ensure the integration of ShoeSize.Me with Naiz Fit and MySizeID is complete, creating the unified sizing intelligence engine. This heavy investment is what keeps the growth rate high, but it also consumes significant cash, resulting in a Q3 2025 Net Loss of $2.8 million.

My Size, Inc. (MYSZ) - BCG Matrix: Cash Cows

You're looking at the engine room of My Size, Inc. (MYSZ) portfolio right now, the segment that generates the necessary cash to fund the higher-risk, higher-potential Stars and Question Marks. For My Size, Inc. (MYSZ), the Orgad E-commerce Platform fits this Cash Cow profile perfectly: it's the most established, high-volume revenue base, representing the mature market position with a high relative market share in its specific e-commerce niche.

The strategic shift to a Fulfilled by Amazon (FBA) operating model is a classic Cash Cow move; it's designed to improve logistics and margin performance, effectively milking the existing high-volume business for better cash flow without requiring massive new market development spending. Management commentary from December 2024 explicitly highlighted Orgad's pivotal role in driving the company's revenue growth for that year. The full-year 2024 revenue reached $8.26 million, a 18% year-over-year increase from 2023's $7.00 million, with Orgad being the primary contributor to that top-line result.

This segment provides the most stable, albeit lower-growth, revenue stream to help fund the other segments. While the overall company saw sequential revenue growth of 26% in Q3 2025 to reach $2.6 million, the focus on efficiency in Orgad supports the overall margin expansion, with Q3 2025 gross profit hitting $1.0 million, a 27% increase year over year. This stability is what you want from a Cash Cow; it's the reliable base. The company projects a 2025 revenue target of $15 million, which suggests Orgad's steady contribution is expected to continue supporting that aggressive growth goal, even as other segments like Naiz Fit show higher growth rates, such as its over 25% year-to-date SaaS revenue growth in Q3 2025.

Cash cows are where you invest just enough to maintain productivity and harvest the gains passively, but My Size, Inc. (MYSZ) is making targeted investments to improve efficiency, which directly translates to better cash flow. The FBA optimization is a prime example of this focus on efficiency over aggressive market expansion for this unit. Here's a quick look at the financial context surrounding this established unit's performance:

The operational focus on Orgad is about maximizing the return on an existing asset base. You can see the commitment to efficiency improvement through these operational highlights:

• Orgad's FBA model improved logistics and inventory management.
• Orgad was pivotal in driving 2024 revenue growth.
• The segment is shifting focus from North America to Europe expansion.
• The company aims for significant operational cost savings to enhance cash flow flexibility.

The goal here is definitely to 'milk' the gains passively while making targeted investments that improve the bottom line, which is exactly what the FBA optimization suggests. If onboarding takes 14+ days, churn risk rises, but optimizing logistics via FBA should reduce that friction for Orgad customers, boosting the stability of this cash flow. Finance: draft 13-week cash view by Friday.

My Size, Inc. (MYSZ) - BCG Matrix: Dogs

Dogs are units or products with a low market share and low growth rates. They frequently break even, neither earning nor consuming much cash. Dogs are generally considered cash traps because businesses have money tied up in them, even though they bring back almost nothing in return. These business units are prime candidates for divestiture.

The Legacy MySizeID standalone application fits this profile, now largely superseded by the Naiz Fit ecosystem. This original technology is being integrated into the broader platform, suggesting its individual market share and growth are low relative to the new focus.

The company's focus is clearly on the unified B2B platform, not the older B2C model. This strategic pivot is financially evidenced by the performance of the established revenue streams being minimized.

Orgad's declining sales in H1 2025 due to market changes also push this established revenue stream toward a Dog classification. The overall financial performance for the first half of 2025 reflects this drag on the portfolio.

The financial metrics for the first six months of 2025 illustrate the low-growth, low-share nature of the legacy/declining segment:

Conversely, the strategic focus areas show positive traction, reinforcing the Dog classification for the legacy component. The company is actively shifting resources away from the older model.

• Naiz Fit SaaS revenue growth year-to-date (through Q3 2025) was over 25%.
• Percentil, acquired in May 2025, contributed $0.18 million in revenue in Q2 2025 alone.
• Q3 2025 revenue reached $2.6 million, a sequential increase of 26% from Q2 2025, driven by Percentil and SaaS momentum.

The cash position as of September 30, 2025, stood at $4.5 million, with inventory at $2.90 million as of June 30, 2025. This capital is being deployed to support the growth platforms, not to fund expensive turnarounds in the low-growth areas.

The relative performance of the business units as of the third quarter of 2025:

Expensive turn-around plans usually do not help. The strategy indicates divestiture or deep integration rather than significant investment in the legacy MySizeID standalone application.

My Size, Inc. (MYSZ) - BCG Matrix: Question Marks

The Question Marks quadrant for My Size, Inc. (MYSZ) is currently occupied by Percentil, the European circular fashion marketplace acquired in May 2025. This unit operates within the European Union's rapidly evolving circular fashion economy, a market transformation heavily influenced by new EU legislation mandating durability, repairability, recyclability, and traceability in apparel.

The initial financial contribution from Percentil since its acquisition through the end of the second quarter of 2025 was notably small, registering only $180,000 in revenue. This low initial return is characteristic of a Question Mark, which consumes cash for market penetration despite operating in a high-growth sector. The company views this as a strategic investment, having financed the acquisition, valued at approximately $679,000, using existing cash reserves.

To convert this high-potential asset into a Star, significant capital deployment is necessary for scaling operations against established competitors. My Size, Inc. is actively investing to capture this market, expecting Percentil's contribution to accelerate substantially in the second half of 2025, with a projection of $1.5 million in revenue for that period alone. This required investment must be managed against the company's current liquidity.

The strategic imperative for Percentil is rapid market share gain, which necessitates heavy investment to avoid slipping into the Dog category. The unit's current operational footprint spans four key European markets, aligning it directly with the regulatory tailwinds driving market growth.

• Operates across Spain, Italy, Germany, and France.
• Aims to leverage the B2B Circularity as a Service solution to drive adoption.
• The acquisition included an inventory of 120,000 quality-vetted garments.

The need for capital to scale is evident when comparing the small initial revenue against the company's overall financial standing as of the third quarter of 2025. The entire My Size, Inc. reported cash and equivalents of $4.5 million as of September 30, 2025, following Q3 revenue of $2.6 million.

The strategy here is clear: My Size, Inc. must invest heavily to quickly build market share for Percentil, leveraging the regulatory environment to turn this cash-consuming unit into a future Star. The CEO has indicated a focus on smart, cash-efficient scaling with a model designed to generate EBITDA-positive returns from the beginning.